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What is the connection between sourcing and employer branding?

Updated: Apr 25

Understanding the relationship between employer branding and sourcing is crucial. It aids in the implementation of work procedures and increases company competitiveness. This article will explain the different concepts and the connection between them. We will also look at ways to measure the integration of employer branding and sourcing.

Employer branding and sourcing are both concepts that arose from the “new world.” ...from the challenges that the new reality brings with it. One of the main obstacles companies face nowadays is the acquisition and retention of new talent. Focusing on employer branding and sourcing can help!

But first, what is employer branding? Employer branding is the perception of the company as seen through the eyes of potential employees and candidates. When considering employment with a new company, candidates may ask the following questions.

Is this a good place to work?

Is the company an “employer of choice?”

How do current employees view the company?

How is the company viewed externally, ie., what is its reputation?

Employer branding answers these common questions. Moreover, it communicates the vision of the company, its values, and its culture to potential candidates.

In essence, proper branding emphasizes and highlights what makes a company a unique and desirable place to work. It is the ability of the company to tell its story and communicate it internally and externally. It affects how the employees and potential candidates will relate to the company and experience it.

Employer branding has a direct effect on the retention and recruitment of employees. It provides a sense of connectedness and belongingness to existing employees and acts as a tool to attract new employees.

Sourcing is an area of specialization in the recruitment process that focuses on the initial contact with the candidates. It is the process of finding and attracting candidates for open positions. Sourcing includes every activity involved in identifying and assessing potential candidates. It also entails selecting and engaging with potential candidates who might make a good fit for the position.

Sourcing and employer branding influence each other in a two-way relationship. Employer branding directly affects the response rates of candidates. It influences the percentage of positive returns, the percentage of contracts signed, and the total time to hire - which is the time it takes to find and place a candidate in an open position.

Sourcing also affects employer branding via the candidate's experience. This starts with the channels through which the candidate is approached and continues with the knowledge given to the candidate. How information about the company is presented and delivered, and whether seriousness and consistency are expressed also influences a candidate's experience.

The initial contact with the recruiters is the candidate's first impression of the company. It affects their opinions about the company and the people who work there. This initial interaction can determine whether a candidate will choose to move forward in the hiring process.

Now that we see how employer branding affects the process of sourcing, how can we tell if we have synthesized the two properly? It is not easy to measure precisely the effect of employer branding as it is often only measurable in the long term. However, there are ways to test apart from checking how many searches the company's name had on Google. First, we can ensure that our employer branding measurable goals align with sourcing measurable goals. Some examples include, the number of relevant CVs that entered the pipeline and the response rate to recruiters.

The percentage of offers that went out to candidates versus the percentage of job closures.

Finally, we look at the total time to hire compared to the general cost per hire.

Additional indicators of success could be the ability to fill challenging jobs or direct feedback from hiring managers.

To summarize, continuous work is necessary for companies to succeed in today's competitive world. Companies need to make sure the sourcing process is done in the best way possible. Companies need to constantly create differentiation and uniqueness to maintain their place in the market. Improving employer branding will, in turn, affect customers, employees, and potential candidates.

Contact us today and discover how we can help you build the team you need to achieve your goals. 

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